管理资料-市场营销→销售攻心术

PsycheSelling–HowtoGetIntotheMindsofCustomersandMakeTheSale销售攻心术–如何揣摩客户的心态，提高业绩ImagineforaMomentthatAnythingisNegotiable,ExceptforPrice想象一下如果什么条件都好商量，就是价格不能降Whatwouldyoudo?你会怎么做？ElementsofPsyche-Selling销售攻心术的主要精髓UnderstandingtheCustomer’sMindset了解客户的心态ProspectingfortheRightCustomer寻觅正确的客户MakingAppointmentswithCustomers有效地预约客户UncoveringtheNeedsand“Pains”ofCustomers挖掘客户的需求与“痛处”PresentingYourSolution提出你的方案FindingOuttheDecisionMakingStructures,andthePeopleBehindtheScenes了解客户的决策过程，以及幕后势力EffectiveFollowThroughandClosing有效地跟进及签单EffectiveNegotiationsandObjectionsHandling有效地协商及如何应付反对意见ElementsofPsyche-Selling销售攻心术的主要精髓UnderstandingtheCustomer’sMindset了解客户的心态UnderstandingtheCustomer’sMindset了解客户的心态SalesmanA销售员A:1.Veryhumble很谦卑2.Fullcompliancetohiscustomers’whimsandfancies对客户千依百顺、唯命是从3.Alwaysdiligentwhenworkingforhiscustomers为客户做事从不怠慢SalesmanB销售员B:1.Veryconfident非常自信2.Giveguidancetothewayofthinkingofhiscustomers引导客户思想方式3.Onlydomeaningfulthingsforhiscustomersandrefuseanythingthatdoesnotbringbenefits只为客户做有意义的事情，而不干那些效益较低的活Therearetwotypesofsalespeople有两种销售员:Whichsalesmanwillbemoresuccessful?哪位业务员会更加成功？UnderstandingtheCustomer’sMindset了解客户的心态The2MotivationsthatEverybodyHas每个做任何事情的两种动机:–SeekPleasure希望拥有;–AvoidPain害怕失去TheTop3ThingsonCustomers’Minds企业客户，脑子里总想着的3件事:–____Money____钱–____Money____钱–Don’tWantto_____Money不要____钱TheEternalConflictBetweentheSalespersonandtheCustomer销售员与客户之间的永恒矛盾TheSalesperson’sobjectiveisto销售员的目的是:–Getasmuchmoneyaspossible赚越多钱越好……–FromtheCustomer从客户身上!TheCustomer’sobjectiveisto客户的目的既是:–Preventanythingandanybodytotakeawaytheirmoney防止任何人或事物拿走自己的钱!WhypeopleCustomersbuythings?客户为什么要买任何东西？HowdoesYourCustomerPerceiveYou?你的客户对你抱持什么态度？ManageRisk降低购买风险ShopAround随意更换供应商Partnering与供应商形成伙伴关系LeverageSize以大订单作为杠杆StrategicImportanceofSeller’sProducts卖方产品的战略重要性DifficultyofObtainingSubstitutes获得替代品的困难程度Source:HuthwaiteHi高Lo低Lo低Hi高Pricevs.Cost价格vs.成本Pricevs.Value价格vs.价值WhatdoYourCustomersValue?你的客户会珍惜什么价值呢？AValueisNOTaRealValueUNLESStheCustomerWantsIt!客户所不惜的就不是真正的价值HowcanaSalesPersonbeofValuetoCustomers?销售员要怎样才能给客户提供价值？HowcanaSalesPersonbeofValuetoCustomers?39%ofacustomer’sdecisiontobuyfromyourcompanyisbasedontheeffectivenessofthesalesrepresentative39%的顾客是因为销售人员的表现而决定购买的Helpcustomersdefinetheirproblemsandhelpsolvethem帮助客户锁定问题所在并给予解决Helpcustomersmakeinformedchoices帮客户做明智的选择Helpcustomersresolveconcernsaboutthepurchase帮助客户放心购买Helpsmoothenthepurchasingprocess帮助协调购买过程Helpsmoothentheimplementationprocess帮助协调购买后的执行过程HowtoEducateYourCustomers?如何引导客户Canyourcustomersdistinguishgoodvaluefrombad?你的客户能够辨别高与低价值产品、服务吗？Doyourcustomersunderstandthevalueyoucanprovidethem?你的客户了解你能提供什么价值吗？–Whenyoueducateyourcustomers,youshallseeyourprofitssoar(JayAbraham)当你引导客户，你将看见你的盈利大幅度升高(JayAbraham)Howcanyoueducateyourcustomers?你该如何引导客户呢？SalesPsychologySalesPsychology销售心态此销售情况是否与你的很像？1.联络潜在客户时抱着希望进行销售2.跟进并“追踪”此前在客户3.潜在客户躲避你，不回你的电话4.没有销售成功，被回绝5.受挫和失望这情况更有效（并感觉也很良好）1.联络潜在客户时并不期望能进行销售2.与客户展开以客户为重点的对话3.建立联系，并明确会面的议程你决定“适合”或“不适合”4.无论销售与否，你都知道了事实5.你已经为未来的合作建立了联系TheMostImportantCharacteristicofaSalesProfessional专业销售人员最为重要的特征SincerityandIntegrity诚信ElementsofPsyche-Selling销售攻心术的主要精髓UnderstandingtheCustomer’sMindset了解客户的心态ProspectingfortheRightCustomer寻觅正确的客户WhyPlan?为什么要作计划？“Inpreparingforbattle,Ihavefoundplansareuseless,butplanningindispensable.”在打仗前的准备阶段，我发现计划没什么作用，但又是不可缺少的。DwightD.Eisenhower埃森豪威尔(1890–1969),U.S.general,Republican,politician,president.美国总统、政治家、共和党、将军PlanningYourSalesStrategy如何策划你的销售战略？SalesOpportunity销售契机:–AreThereRealNeeds是否有有效需求–Cost-BenefitAnalysis:forYouandFortheCustomer成本效益分析：对你及你的顾客进行成本效益分析–YourRelationshipwithKeyPlayers你与主要客户的关系–TimeFrame时间框架–DotheyhavetheResourcesRequired(e.g.money)他们有没有所需资源（如：津费）–CompetitiveForces竞争压力–OtherCustomerConcerns顾客关心的其他问题–Howshouldyouapproach,proposeandfollowthrough?你该如何介入、提案及跟进？ProspectingfortheRightCustomerTheSalesPerson’sMostImportantResource销售员最重要的资源Time时间ProspectingfortheRightCustomer寻觅正确的客户Youcanchoosetospendtimeongoodprospects;Orwasteinonlousyprospects你可以将时间用在有质量的目标客户；也可以耗在烂客户身上IdealCustomerProfile理想客户特征Whoareyourcurrentbestcustomers?你目前的最佳客户有哪些？Demographics客户背景–Whatmarketsdotheyserve?他们主要针对什么市场？–Whatistheircorporateculture?他们有怎样的企业文化Psychographics客户心态–Whydotheywanttobuyfromyou?他们为何选择你？–Whataresomeofthecriticalbuyingfactorsforthem?他们购买时的关键购买因素是什么？Whowillbeyourfuturebestcustomers?你将来的最佳客户是谁呢？–Arethereanydifferentfromcurrentbestcustomers?他们跟目前的最佳客户有区别吗？–Whatarethewaysthatyoucanfindthem?你该如何找到他们？Whoinfluencesthethoughtsandactionsofyourtargetprospects?谁能够影响你的目标客户的思想与决策？TheirCustomers他们的客户Othersinthesameindustry其他同行OtherSuppliers其他的供应商Tradejournals/periodicals行业杂志/刊物Experts业内专家Others其他ElementsofPsyche-Selling销售攻心术的主要精髓UnderstandingtheCustomer’sMindset了解客户的心态ProspectingfortheRightCustomer寻觅正确的客户MakingAppointmentswithCustomers有效地预约客户WhattoSayonfirstContact?怎样作首次接触沟通Whateveritis,itMUSTbeValidBusinessReasontothecustomer!不管你说什么，都得带给客户合适商务价值！ValidBusinessReason合适商务理由StateyourValidBusinessReasonforyourCall,andGetPermissiontoAskQuestions在会面的开始，我们先与对方陈述此次会面的合适商务理由（当客